marketing in social streams

Marketing in Social Streams:Driving product discovery, engagement and advocacy

Marko Z MuellnerVP of Marketing

ShopIgniter

STOP thinking about social media tactically

START working on reaching and converting your social + mobile consumers

Agenda• Social + Mobile Consumers• Social Streams• Vision and Challenge• Do More in Streams• Do More with Content• Examples• The Reach + Convert Cycle

VP Marketing

Digital marketing nerd

18+ years

Start-ups, brands + agencies

adidas

Razorfish

Webtrends

ShopIgniter

About Me

Today You Will Learn

• Why reaching social + mobile consumers is so important

• Why you must reach them in their streams• Why streams are so effective• Why marketing streams is different• How to develop a strategy for reaching and

converting your social + mobile consumers

Reach and ConvertConsumer and Market Trends

Your social consumers are mobile

Social +37% On Mobile +63%20% of time on PC30% of time on mobile2011 to 2012 US only - Nielsen

65Bnews feed

impressionsdaily

115Bnews feed

impressions daily

10xEngagement of

right column

16xPerf vs right

column

42xPerf vs

desktop right column

100% to 180% more engagement with photo, video or interactive posts

We must reach them in their streams

Streams are getting richer

We see marketing in streams replacing traditional banners as your primary digital media spend

We must transition consumers from discovery to exploration and on to the path to purchase

Do more in the stream

1

2

3

4

Awareness & Storytelling

Product Discovery & Exploration

Social Amplification

Lead Generation

Content that ConvertsVideos tell your storyProduct images and content drive explorationCustomer stories and opinions provide proof

Easy and EffectiveEasy to source and publishEngage and convert, every time

Do more with existing content

1

2

Content That ConvertsIce video

Rich Media CampaignsExamples

Branding & Purchase Intent

Product Exploration

Product Launch & Lead Generation

Social Amplification

StrategyProcess, Calendar + Metrics

The Reach & Convert Cycle

Social Rich Media Calendar

Performance Metrics

Post Performance

*TechCrunch reports 0.14% is average for post CTR

Real Business Outcomes

PostEngagement

Likes, shares + comments (retweet,

repin) +Post

ClickthroughExpand, link to app, .com or

microsite, etc.

EngagementVideo views,

product views, votes, comments,

shares, etc.

AdvocacyShares, likes, comments, invitations, tweets, etc.

ConversionVideo or product views, email opt-

in, add to cart, purchase, etc.

Move The Needle

Move The Needle

Step 1: Choose your top two social + mobile consumer insights

Step 2: Make a short list of your “content that converts”

Step 3: Develop ideas on how the content and experiences could live in a post and across multiple posts

• Always start with consumer insights• Bridge the gap between fan’s needs and your

business. Think about “mutual benefits”• Develop and aggregate content that converts• Think strategically about the in-stream

experience on both desktop and mobile• Consider every detail from acquisition to

engagement, conversion and on to retention

Key Takeaways

Email: marko@shopigniter.comTwitter: @markozmWebsite: www.shopigniter.com

www.onlinemarketinginstitute.org

Thank You